In 2024, adidas opened its flagship store on Melrose—positioning it as the brand’s high-fashion anchor in the highly competitive West Hollywood market. To lead the launch communications, we spotlighted adidas’ most coveted high-fashion collaborations. A series of elevated, invite-only After Hours moments were created around key brand drops from Fear of God, Wales Bonner, Sporty & Rich, and more. This After Hours structure served as a modern take on traditional clienteling—offering curated, invitation-only experiences that caters to the West LA appetite for exclusivity with fashion-focused storytelling woven through every touchpoint.